The Limits of White House Image Control

Abstract

Gerald R. Ford became president under the most unusual circumstances in United States history. Unelected, he ascended to the nation's highest office, never having sought that coveted position. In fact, he never sought to do more than to faithfully represent his constituents in Michigan's 5th Congressional District and perhaps to become the Speaker of the House. Before Richard M. Nixon chose him in October 1973 to be vice president, Ford had contemplated soon retiring from public life. Fate dealt Ford a different future and presidential scholars a unique administration to study. This article focuses on the early stage of Ford's press relations the euphoric post-Nixon honeymoon through the unpopular Nixon pardon -as seen through the eyes of key Ford White House media advisers. The author interviewed Ford's media advisers to develop insight into an important transitional period in the relationship between the presidency and the press. The interview data show how administration insiders, as well as the president, perceived and responded to the unique situation they found themselves in after the Nixon resignation. That context must be emphasized in any effort to understand Ford's press relations. As a number of studies show, the Watergate era was a water-